charles edwards with the brookings institution. >> someone like matt damon will make convincing actor, undoubtedly casting concerns about shale gas on the horizon. that will probably become a lot of people's perceptions that shale gas is not safe. >> reporter: now the industry acknowledges with any industrial production like shale gas there is environmental impact but that the risks to the environment, martha, can be minimalized if the practice is done responsibly and industry really says it is trying to do that. martha: well that is tough battle for them. what will they do about it, john? >> reporter: they have a low-key p.r. campaign, to say wait a minute, when you watch the movie it is telling one side of the story but they are prepared to ramp that up depending what the public response is. analysts say the industry can't come out and either dismiss the film orvillefy it. they really need to launch a comprehensive and thoughtful rebuttal if they want to try to keep people on their side to say natural gas is something we need going forward and according to them, this is very respons